Successfully reported this slideshow.
Your SlideShare is downloading. ×

Mumbrella360 Presentation 2013

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 71 Ad

More Related Content

Viewers also liked (17)

Similar to Mumbrella360 Presentation 2013 (20)

Advertisement

Recently uploaded (20)

Advertisement

Mumbrella360 Presentation 2013

  1. 1. YOU DON’T HAVE TO BE A SADOMASOCHIST TO WORK IN CHINA BUT IT HELPS
  2. 2. LEGAL DISCLAIMER
  3. 3. I’ll Be Rambling! Like A Mad Man
  4. 4. 2005
  5. 5. SADVERTISING. BADVERTISING. MADVERTISING. [AND SCAM]
  6. 6. + RATIONAL + BLAND + SIMPLISTIC + FEARFUL + CLICHED + ANTI-CREATIVE
  7. 7. + RATIONAL + BLAND + SIMPLISTIC + FEARFUL + CLICHED + ANTI-CREATIVE + MEANINGFUL + BROAD + CLEAR + WISE + CULTURAL + PRO-BUSINESS
  8. 8. 2008EVERYTHING CHANGED
  9. 9. SADVERTISING. BADVERTISING. MADVERTISING. [AND SCAM]
  10. 10. DIGITAL REACHED CRITICAL MASS[FROM MONO TO DIALOGUE]
  11. 11. CHINA’S YOUTH: THE POST 90’S GENERATION [300 MILLION]
  12. 12. 180MILLION [6TH LARGEST COUNTRY IN THE WORLD]
  13. 13. CHANGED HOW THEY FORM & MAINTAIN RELATIONSHIPS
  14. 14. CHANGED WHERE, WHEN & HOW THEY COMMUNICATE
  15. 15. CHANGED HOW THEY LOOK AT THEIR PLACE IN THE WORLD
  16. 16. CHANGED HOW THEY LOOK AT CREATIVITY
  17. 17. 3 KEY DIFFERENCES
  18. 18. 1. PROGRESSION 2. GROUP ACCEPTANCE 3. FILIAL RESPONSIBILITY CHINA’S! CULTURAL! VALUE! SYSTEM #1
  19. 19. CHINA’S ILLUSION FACTORY #2
  20. 20. #3
  21. 21. [GOOD CITIZEN] [SELF GRATIFICATION]
  22. 22. DOUBLE LIFE ADAPTIVE LIFE
  23. 23. PLAY! IN THE! GREY
  24. 24. DUTY BEFORE PLEASURE+1 +2 +3 SEEING CONFIDENCE WITHOUT QUESTION STATUS IS A PRICE POINT ISN’T ! BELIEVING
  25. 25. #1 ! DUTY BEFORE! PLEASURE
  26. 26. +1 +3 +2 +4 THE WORLD’S QUICKEST CULTURAL CONTEXT LESSON
  27. 27. 700MILLION DIGITAL USERS IN CHINA. 40% OF THE POPULATION[SOCIAL MEDIA USERS IN CHINA. 54% OF THE POPULATION]
  28. 28. MASSES OF OPTIONS TO ENGAGE IN:
  29. 29. MASSES OF OPTIONS TO ENGAGE IN: DESIGNED TO BE ! USEFUL & SOCIAL
  30. 30. “We are living on a lonely planet and this is not the way it's supposed to be. Join our fast-growing global community of 20M+ people and rediscover your neighborhood today”!
  31. 31. WEIXIN/WECHAT: CHINA’S FASTEST GROWING SOCIAL TOOL. 0-300 MILLION IN 2 YEARS
  32. 32. + 48% OF PEOPLE BETWEEN 15-24 HAVE HAD SEXUAL EXPERIENCE - UNITED NATIONS + 1/3 OF CHINESE UNDER THE AGE OF 26 HAVE NO PROBLEM WITH AFFAIRS - BEIJING POLL + STD RATES ARE CURRENTLY GROWING AT 25% AMONGST 16-24 & 1,500 ABORTIONS A DAY FOR WOMEN UNDER THE AGE OF 25 – THE TIMES
  33. 33. + HENCE PEOPLE REPURPOSE TECHNOLOGY TO FIND THEIR ‘SHORTCUT TO FULFILLMENT’ Thoughts! + HOWEVER THEIR DESIRE TO EXPERIMENT HAS TO WORK WITHIN CULTURAL & SOCIAL EXPECTATION + EVEN THE CHINESE GOVERNMENT CAN’T STOP THE POWER OF TEENAGE HORMONES
  34. 34. CONFIDENCE WITHOUT! QUESTION #2
  35. 35. A TIME OF SELF EXPRESSION AND DISCOVERY
  36. 36. A TIME OF SELF EXPRESSION AND DISCOVERY
  37. 37. CONFUSING EXPERIMENTATION WITH COMMITMENT
  38. 38. GROUP ACCEPTANCE IS EVERYTHING [THE STRAWBERRY GENERATION]
  39. 39. GROUP ACCEPTANCE IS EVERYTHING THE GREAT KOL CONSPIRACY
  40. 40. TO CHANGE CULTURE YOU HAVE TO CREATE CULTURE
  41. 41. Do, don’t say!
  42. 42. Thoughts! + THIS FRAME OF REFERENCE MUST BE VALIDATED BEFORE PEOPLE WILL ENGAGE + ONCE ACCEPTED, PEOPLE HAVE THE CONFIDENCE TO FULLY PARTICIPATE IN THE NEW CULTURE + TO CREATE NEW BEHAVIOUR, YOU HAVE TO CREATE THE NEW FRAME OF REFERENCE
  43. 43. #3 ! STATUS IS A! PRICE POINT
  44. 44. CHINA IS THE MOST BRAND LITERATE PLACE ON EARTH
  45. 45. AUTHENTICITY COUNTS AUTHENTICITY! COUNTS
  46. 46. ! COUNTS! MORE SOCIAL VALUE [THE BRAND THAT’S RECOGNISED AS THE DOMINANT PLAYER TODAY]
  47. 47. “If you have to justify your decision to your peers, it’s not worth owning”! " " " " " PETER WU, 19.
  48. 48. SOCIAL VALUE CAN CHANGE ! IN AN INSTANT + COMPETITOR + BRAND FAILURE + PEER ACCEPTANCE + MYTH AND LEGEND
  49. 49. YOU CAN BUY LUXURY, BUT YOU CAN’T BUY RESPECT
  50. 50. BRANDS THAT PUSH CULTURE, NOT JUST THE CATEGORY, ARE ALWAYS IN A POSITION OF POWER & COMPETITIVE ADVANTAGE
  51. 51. + WHAT HAPPENED IN THE PAST, IS THE PAST + PUSH CULTURE, NOT JUST THE CATEGORY Thoughts! + LOOK AT PEERS, NOT JUST INDIVIDUALS + DON’T TAKE LOYALTY FOR GRANTED
  52. 52. The Things I’ve Learnt! + CHINA KNOWS MORE ABOUT THE WEST THAN THE WEST KNOWS ABOUT CHINA + NOTHING IS AS IT SEEMS & YET EVERY SINGLE THING MEANS SOMETHING + IT’S NOT A CASE OF LOWERING STANDARDS JUST CHANGING YOUR APPROACH & ATTITUDE + IF YOU WANT TO SURVIVE, YOU HAVE TO PLAY IN THE CULTURAL JUNGLE, NOT IN THE ZOO + IT MIGHT DRIVE YOU BONKERS, BUT IT’S BRILLIANT

×